Original Facebook Marketing

Everything Your Social Media Guru

Essential
Everything Your Social Media Guru
The Tell You About

acebook
Didn’t Tell You About
Didn’t

Facebook
Facebook
Marketing Handbook
All the ingredients you need to make Facebook work for you
The truth about Social ROI, tactics for earning new fans, and what you can do to ensure Facebook success

By: ShortStack Laboratories SHORTSTACK.com
1

Everything Your Social Media Guru Didn’t Tell You About Facebook Marketing | ShortStack.com

Table of Contents

Introduction.................................................................................1 Chapter 5:
Use Facebook Apps to Take Your Page to the Next Level
Preface............................................................................................2
How Apps work and what they can do for your Pages .................................21

Chapter 1:
Chapter 6:
Set Your Facebook Marketing Goals for Your Business
Using Apps to Increase Fans and Engagement
If you don’t know where you’re going, any road will take you there .................3
Hosting contests and promotions are easy ways to be more likeable ............ 24
Chapter 2:
Chapter 7:
Get Facebook Fans
Never Stop Learning
Being Liked makes all the difference .........................................................6
Recommended resources ......................................................................31

Chapter 3:
Glossary
Manage and Maintain Your Facebook Page
51 Common Social Media Terms ............................................................ 33
Managing admins and posting questions that inspire engagement .................9

Chapter 4:
Tactics for Increasing Fans and Engagement
Quality of content counts! .....................................................................11

3


Introduction

There is an overwhelming amount of information floating around on the We don’t want to leave anyone out! For those who are
Internet about how to make the most of your business’ Facebook efforts. The interested in learning the basic functions and features of
problem is... there is an almost limitless amount of information! Unless you’re Facebook, join ShortStack University. Videos are posted to the
a self-proclaimed social media guru, who has time to go through all of it? We ShortStack University Youtube Channel once a week with basic
know you don’t. So to save you some effort, we compiled some of the best tips tips on how to get the most out of your Facebook Page.
and Facebook advice we’ve discovered during the last two years. It’s all right
Agencies and designers can also use ShortStack University to
here in this handy eBook.
educate clients about the basic functions of Facebook Pages.
With nearly 1 billion users, Facebook is the most widely used social network
ShortStack University is free. Visit ShortStack’s Facebook Page
on the web. Businesses that want to fully leverage the platform need to know
and click on the ShortStack University application to enroll.
a few tips and tricks. The goal of this handbook is to teach businesses and
individuals with an interest in Facebook marketing how to make the most of all
the tools that are available.

Be forewarned: this eBook won’t teach you how to set up your business’s
Facebook Page or how to navigate your privacy settings. It will, however,
give you the tools you need to increase Page Likes, encourage more Page
engagement, and show you how to use your Facebook applications effectively.
And it will offer direction on how to create a solid Facebook marketing strategy
of your own.

Ready? Then let’s get started.

1


Preface

To make sure your business is poised for Facebook success, first set up a
Facebook Page for your business. If you already have a Facebook business Page Are you ready to migrate? Here’s how you do it:
setup, skip ahead to the first chapter.
• Copy and paste (or click) this link into your web
If you’re operating a Facebook profile (i.e. a personal profile) for your business browser:
rather than a Page, fear not. Converting a Facebook profile to a brand Page--a https://www.facebook.com/pages/create.php?migrate
process Facebook calls “Profile to Business Migration”--is simple and painless.
• Select the type of Page you want to convert
We’ll tell you how in a minute. But prior to converting your profile to a Page, your profile into and then agree to
there are a couple consequences you need to be aware of. First, when the Facebook’s Pages Terms
conversion process occurs, all profile friends and subscribers will be converted
into Page Likes. Second, all uploaded photos will be transferred over to the • Now you’re ready to get started
fan Page, while all other content, like previous Page postings and other Page
content, will be lost. Login information will, however, remain the same.

If you’re worried about the loss of the your profile content, access your account
settings and download a copy of your Facebook data before engaging in the
migration process.

One last note: Facebook does not allow a profile to be converted into an already existing Page. If you’re
in a situation where you have both a profile and a Page for your business, it’s recommended you start
phasing out the profile. To do this, ask your profile friends and subscribers to Like your business Page
and warn them of the date you plan to delete your profile.
2


Chapter 1
Chapter 1: Set Your Facebook Marketing Goals for your Business

If You Don’t Know Where You’re Going, Any Road
Will Take You There

88%
What you’ll learn in chapter 1:
72%
• How to define your Facebook Page Goals

• What to consider when deciding which tactics to implement on your 65%
Facebook Page
50%

Generate Exposure
• The value of Social Return on Investment (ROI)

Increase Traffic
Improves Sales

Improve SEO
The key to attaining your Facebook Page goals is to be specific. Is your goal to
increase sales, improve web traffic, and collect customer feedback or is your
goal to define your company’s online brand personality? Again, the key is to be
as specific as possible. This includes determining the time period in which you
want to accomplish your goals. For example, saying you want to increase your
Facebook Page’s Likes by 20 percent is good, but what’s better is setting a goal
2013
to increase Page Likes from 1,000 to 2,000 in three months. Having goals that
are clear, measurable, and timed will help define an actionable agenda for your What Are Your
business.
Facebook Goals?

3


Chapter 1
QUICK SUMMARY Whether you’re choosing to run a contest, promotion, or purchase Facebook ads, use measuring
tools to track your business’ progress. Your chosen methods for measuring your Facebook efforts
should address the following three questions:
Your chosen methods for measuring
your Facebook efforts should 1. What social media analytic(s) am I interested in tracking? Facebook Insights track
address the following three a number of things, including Page impressions, engagement, and views. A third-party
analytics provider can also gather rich analytics insights such as your social reach and
questions:
virality. Whether you’re interested in increasing your conversion rates, Page Likes—or
1. What social media both—the point is to identify which metrics you want to improve and take action from there.
analytic(s) am I interested
2. What’s my method for tracking my progress? After deciding what social media
in tracking?
metrics are most important to you, you need to answer the following three questions:
2. What’s my method for What resources am I going to use to track my progress? How often do I plan to evaluate my
tracking my progress? progress? At what point should I try something new?

3. Is it possible to measure the return on investment (ROI) for social media? This
3. Is it possible to measure the
is a question every person who works in social media, or uses social media as a business
return on investment (ROI)
marketing tool, has wondered at some point. But trying to measure Social ROI is sort of like
for social media?
trying to measure the effectiveness of a billboard. Are billboards effective advertising tools?
Absolutely. Is it possible to track how billboard advertising boosts sales? It’s possible, yes,
but it’s very difficult. Even if a billboard includes a unique URL or telephone number it’s still
hard to know how many sales are driven by that billboard.

Studies show that when people answer surveys asking, “How did you hear about us?” somewhere
between twenty-five and fifty percent of the time they will guess. They’ll say, for example, “I saw
your ad on a billboard,” when the business doesn’t advertise on billboards. Or, “I heard about your
product on the radio or in the newspaper,” when the business has never had a radio or newspaper
Easily track app views, ad. People who answer incorrectly don’t want to be misleading. They give an answer because they
Like growth and more! want to be helpful.

Try ShortStack for Free
4


Chapter 1
QUICK SUMMARY The point is that social media isn’t only about ROI. And it isn’t only about sales. Social media is
about branding, opening channels of communication with customers, building loyalty, being
transparent and establishing good will. If your product or service is good, and you cover all the
Various Ways to Track ROI: social bases, you will see a return on your investment.

1. Customer Sentiment Social ROI isn’t just measured in dollars-- although it can be done by simply creating and sharing
a unique URL that tracks purchases. Social ROI goes far beyond dollar signs and purchase
2. Online Brand Awareness
conversions. Customer sentiment, online brand awareness, and user conversion are ROI data
3. User Conversion metrics that can also be tracked and measured. Here are three examples of obtaining such
metrics:

Example 1: If your company is now using Facebook as a means for assisting users with
support, the difference in cost of traditional customer support and increased support
response time can in turn increase customer sentiment. Thus, a sentiment analysis can
be conducted to measure your company’s social ROI.

Example 2: Increased Facebook efforts should result in improved Search Engine
Optimization (SEO) rankings, and more importantly, improved website traffic. Use Google
analytics to identify the source of your website’s traffic and if traffic hasn’t improved as a
BRAND
result of increased Facebook efforts, try integrating more links into your shared content.

Example 3: Perhaps the easiest measure of Social ROI is user-to-fan conversion. The
best way to measure this conversion is to implement one Facebook tactic at a time. For
instance, run a Facebook contest and compare your before and after Page Like count.
Then offer a fan a fan-gated coupon and measure the before and after Page Like count.
Find what works bests.

5


Chapter 2
Chapter 2: Get Facebook Fans

Being Liked Makes All the Difference Not only do businesses need to be on Facebook, they need to
be likeable and Liked. A Facebook Page that is Liked by hundreds
or thousands or hundreds of thousands of people gives that
business visibility, the opportunity to build relationships with
people who Like the business or product, and the opportunity
• The importance of being Liked to reach their friends. How? When someone Likes your Page
by clicking on the “Like” button, that action flows out to their
• The true value of social media
Facebook feed and is visible to their friends.
• How to increase Page Likes starting from scratch
Now let’s do some quick math. The average Facebook user has
190 friends. That means that if someone Likes your Page, 190
people could see that action. Now say you get 1,000 people to
Facebook is where people are these days. And for most brands, establishing Like your Page. All those Likes could potentially place your Page
a presence on Facebook is a must. Back in the ‘80s and ‘90s, if a business in front of 190,000 Facebook users.
didn’t have a toll-free phone number, it was a sign that they weren’t modern.
In the later ‘90s and 2000s, a business that didn’t
have a website was out of touch. A Facebook
Page for your business is the toll-free telephone
number, website -- and let’s not forget the Yellow In short, Likes give you the opportunity to share your
Pages! -- of today. If your business doesn’t have
message and communicate with people who are already
a presence on Facebook, then you aren’t paying
your fans, and place your Page in front of people who
attention to where people are.
otherwise may never know about your business.

6


Chapter 2
Now let’s dig deeper into tactics to increase Page Likes.
QUICK SUMMARY
Building Your Facebook Fanbase from Scratch
Tools for building your Facebook Maybe you just created your company’s Facebook Page, and you’re looking to build a big fan
Presence: following. But so far, there’s nothing but crickets. The task of reaching people and getting Likes can
be daunting, especially when you’re starting out. So how do you get your Page on people’s radar in
1. Lean on your established
the first place?
presence
Lean on your established presence. Chances are that you already have a presence somewhere,
2. Take advantage of whether it’s an e-mail newsletter, your company’s website, or a more traditional form of
Facebook’s free tools advertising. Use these already-established avenues to push traffic to your Facebook Page. That
e-mail list you have? In your next newsletter, mention that Facebook fans get VIP information. And
3. Run promotions
all the traditional advertising you’ve been using — from TV and radio to print and billboards —
4. Be relevant should contain the line “Find us on Facebook” or that iconic lowercase Facebook “f.”

5. Invest in cheap, effective Take advantage of Facebook’s free tools. Facebook Questions is an interesting way to generate
Facebook ads traffic to your Page, and it’s free. Whatever question you ask, the name of your Page and a link back
to it stay attached to the question. To get the most out of this feature, ask questions that everyone
6. Purchase Facebook cares about — these are the kinds that go viral. And the question doesn’t have to be related to
Sponsored Stories your business, either. It doesn’t matter if it’s a local appliance repair shop asking — everyone has
an opinion on the nation’s job crisis. If the question gains enough momentum, you get a ton of free
7. Create an exclusive air
exposure for your Page, and increase the chance for more Likes.
about your Facebook Page
Run promotions. Contests, giveaways, and sweepstakes (more on this in Chapter 6) are also great
8. Keep content fresh ways to get attention. So run a promotion with an exciting prize — a new tech gadget, a shopping
spree, or free meals at your restaurant. People will enter, and when they do, include a share
prompt so they can advertise your Page for you. Promotions with cool prizes always increase a
Page’s Like count.

7


Chapter 2
Be relevant. If you aren’t giving away a prize, there still has to be an Create an exclusive air about your Facebook Page. Another
incentive for non-fans to click that Like button on your Page. Create pinned common way to entice would-be fans to “Like” your Page is by
posts that let visitors know about the benefits of Liking your Page, whether “fan-gating” or “Like-gating.” (See chapter 6 for tips on fan-gating
it’s expert position papers, tips and tricks of the trade, or VIP information. incentives.) Simply put, fan-gating makes parts of your apps
A financial planner could pique interest by keeping his or her fans updated unavailable to people who aren’t your fans. But here’s where
on how market fluctuations are affecting portfolios. People like to receive it gets tricky. Many Page admins will fan-gate their entire Page,
relevant content in their News Feeds. in essence creating a big roadblock. The problem with this is
that there’s a huge abandonment rate because some people
Invest in cheap, effective Facebook ads. Facebook ads are inexpensive,
are very selective about the Pages they choose to “Like.” So
especially if you’re targeting a niche audience. Say you operate a sports bar
instead of gating the entire Page, use a custom application that
in a small town, and your target audience is males 21-45 who live in that
allows you to fan-gate individual parts of your Page. If someone
town. You can drive traffic to your Page by creating ads that offer coupons to
will insert some simple graphics is interested enough in your brand to visit your Page, don’t let
fans for, say, a free round of beverages with every extra large wings platter
here for each number them walk away empty-handed. Allow all visitors — not just your
on game days.
fans — to learn about your brand, to see your current offers, and
Purchase Facebook Sponsored Stories. You can target the friends of find out the latest information. Gate the more advanced features
your fans by purchasing Facebook Sponsored Stories, which turns your fans of your Page, like contests and sweepstakes. But when you fan-
into virtual marketing agents. When you purchase Facebook Sponsored gate this content, make sure you’re letting non-fans know about
Stories, Jane will see that Jack “Likes” your brand, and because she knows it. Create excitement about becoming a fan by alerting non-fans
Jack, there’s a greater chance she’ll be influenced to check out your business. to the fan-only promotions and contests.
Trust is what makes these Sponsored Stories work. Use Sponsored Stories
Keep content fresh. Whether it’s the Facebook ads you’re
and Post stories to get some initial exposure without spending too much
running or the contests you’re offering your fans, change things
money.
up on a regular basis to see what’s converting and what isn’t.
One ad or one contest may draw in one person, and leave
another completely uninterested. So be creative, and always be
Jane Doe Likes Coca-Cola. looking for new ways to market your business.
Coca-Cola
Food/Beverages
Joe Schmoe and 2 other friends also like this

Like Page | Subscribe to Page | Find More Pages | 10 Seconds ago 8


Chapter 3
Chapter 3: Manage and Maintain Your Facebook Page

Managing Admins and Posting Questions that Inspire
Engagement

Did you see what
• How to manage a Facebook Page with multiple admins
June just posted
on the company
If you manage your Facebook Page as a team, things can go awry if certain Facebook
guidelines aren’t set up. We’ve all been there, that embarrassing moment
when you see that another Page admin has either: A.) Responded to a user Page?!
in a way that you wished he or she hadn’t, or B.) Posted something that isn’t
exactly appropriate.

Either scenario could make it difficult to trust other admins to post to your
Facebook Page. You have two choices. You can either tighten the reins and
keep control yourself, or you can lay down some ground rules and educate
your admins so that you’re all on the same, well, page.

9


Chapter 3
Ready to lower anxiety and feel more confident delegating Facebook control to others? Here are
QUICK SUMMARY
tips that will help:

Have a Facebook training session. Whether your employees have a fundamental understanding
Tips for delegating Facebook control:
of how to manage a Facebook business Page or not, having a mini Facebook training session will get
1. Have a Facebook training everyone on the same page and prevent misunderstandings. Having these training sessions once a
session month, or as needed, can also help you and your team stay up to date on Facebook’s ever-changing
features and policies.
2. If you’re not sure, ask!
If you’re not sure, ask! This is an elementary concept, yet it is important to mention.Whether
3. Define the voice of your it’s responding to a difficult user comment or posting some new content, the rule of thumb is
Facebook Page to always ask for an opinion of another or get clarification. Telling Page admins to ask if unsure
before publishing any content on the Facebook Page will likely decrease the amount of errors and
4. Delegate Facebook Tasks
corrections that would be made otherwise.

Define the voice of your Facebook Page. Each individual has his or her own voice online,
but when representing a company through a Facebook Page, the voice of the profile needs to be
consistent and true to the business, so define the voice of your Page. Make sure that your Page
admins understand the established Page voice and how to use that voice when communicating
with users and fans.

Delegate Facebook Tasks. The most efficient way to manage a Facebook Page with multiple Page
admins is to clearly delegate specific tasks to each admin. In March of 2012 Facebook introduced
five different levels of Page admin privileges. Page admins can now have specific roles with
different levels of Page control. Facebook offers the below chart as a breakdown of the capabilities
Manage multiple and access for each admin role.
pages with just one
ShortStack account.

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10


Chapter 4
Chapter 4: Tactics for Increasing Fans and Engagement

Quality of Content Counts!


• The do’s and don’ts of constructing an engaging Facebook post

• Tips for getting your content seen in the News Feed

• How to choose an image for the best post engagement

• Tips for writing a Facebook post with the perfect call to action

Now that we’ve covered how to manage a Facebook Page with multiple
Page administrators, what should those admins be posting to increase
engagement? The key to constructing a good post is to keep in mind these
two things: Facebook is about having a two-way conversation and it’s about
helpful, relevant
information to
users.
Did you know:

“Talking about this” number
= Page’s engagement from the past 7 days
Total number of Page Likes
(Average Page engagement is 2 percent.)

11


Chapter 4
QUICK SUMMARY The most successful status updates include quick or simple-to-respond to questions and use
attractive verbiage to get users interested in what you’re posting.

15 Interactive Facebook Here are 15 phrases to get you started:
Status Updates
1. What do you think? or What are your thoughts? Open-ended questions like these invite
1. What do you think? users into the conversation.

or What are your thoughts? 2. Click Like if you agree! The simplest way to get people to engage.

2. Click Like if you agree! 3. Leave a comment below. Who doesn’t like to have his/her opinion heard?

3. Leave a comment below 4. Here’s some valuable information on____________________. The key word here: valuable.
So don’t disappoint. Always aim to post valuable content that users can’t find elsewhere.
4. Here’s some
They’ll come back again and again.
valuable information
on____________________ 5. You don’t want to miss this! This adds a sense of urgency that people find hard to resist.

5. You don’t want to miss this! 6. This is a MUST watch/read…Ditto above.

6. This is a MUST watch/read 7. How did you react to the news? The jury is in, and in social media people like to share
their feelings and their experiences.
7. How did you react to the
news? 8. Any suggestions? See #3!

8. Any suggestions? 9. Do you find Facebook’s new Timeline design confusing? Here’s a Timeline guide to
help you out. This is an example of a phrase that gives you the opportunity to call out a
9. Do you find Facebook’s new problem, and then provide a solution (i.e. valuable content)!
Timeline design confusing?
Here’s a Timeline guide to
help you out.

12


Chapter 4
QUICK SUMMARY 10. Only ____ days left to… Another phrase that adds a sense of urgency.

11. GREAT TIP: (insert tip) This says: “I post valuable content on my Page.”
...15 Interactive Facebook
12. Fill in the blank: On Social Media Day (or Groundhog Day or New Year’s Day, etc. etc.) I
Status Updates continued
____________. Social media is dependent on people sharing information about themselves.
This is a good prompt.
10. Only ____ days left to…
13. We agree (or disagree), what about you?
11. GREAT TIP: (insert tip)
See #3
12. Fill in the blank: On Social
14. When is the last time you …. Crossed something
Media Day (or Groundhog
off your bucket list....talked your way out of a
Day or New Year’s Day, etc.
speeding ticket.....performed a random act of
etc.) I ____________
kindness. Think of fun, funny, or seasonal phrases
13. We agree (or disagree), that might inspire your users to share.
what about you?
15. Get $___ off … “$ off” statements receive 55
14. When is the last time you... percent more engagement than “percent off.”
And mentioning the word “coupon” sparks more
15. Get $___ off … engagement than using the word “sale.”

Engage with fans and
earn new ones, too!

13


Chapter 4
QUICK SUMMARY Wondering What Not to Do?
Now that you have a good idea of what an engaging Facebook post should
Here are some Posting No-No’s sound like, it’s only appropriate that we list a few phrases that you should
try to avoid … and why. Here are of the worst:
1. Don’t forget to Like our
Page! Don’t forget to Like our Page! We’ve all seen it. The infamous, “Don’t
forget to Like our Page!” posts in the News Feed. If you post updates like
2. ONE DAY LEFT TO ENTER this, don’t expect to earn a lot of Likes. Why? It’s simple: People don’t like
OUR CONTEST! being told what to Like. If you really want users to Like your Status Update
or Facebook Page, try pairing your update with some valuable content. Then, instead of asking
3. TGIF! What are you doing
users to “Like my Page!” you can restructure your post to say, “Like this post if you agree with this
this weekend?”...
article!” or “Like if you support our mission!”
4. Avoid recycling others’ ONE DAY LEFT TO ENTER OUR CONTEST! Don’t shout. Unnecessary capitalization and
Content broadcasting your business’s latest sale are surefire ways to deter users from engaging. No one
wants to be screamed at, nor do they want to feel like you’re aiming your business’s marketing
5. Banish bad images
ploys straight at them.
6. Never snub users
Instead, implement the 80/20 rule. What’s that? Make sure that 80 percent of what you post and
share on your business’ Timeline is content that is valuable and relevant to your fans. Twenty
percent of content can be self-promotional.

TGIF! What are you doing this weekend?”... This is another one of many examples of status
updates that are way too general, and not attention grabbing enough to generate any major
engagement.

14


Chapter 4
If your business is posting similar updates on a frequent basis, it’s time Never snub users. When a user takes the time to post a
to rethink your posting game plan. Here’s a tip: keep 90 percent of your comment on your Facebook Page and no one responds, that
Page content related to the industry your business is in. Seasonally related user will be less likely to engage with your Page again. This is
posting are the exception to this rule. In other words, it’s okay to say, “Hope especially true when the Facebook Page they posted on doesn’t
everyone has a blast on the 4th of July!” have a large following in the first place.

Avoid recycling others’ content. In every industry there are a few major Even if there is only one user to comment on or Like a post on a
news sources that dominate the field. For example, in social media and Facebook Page, there is no reason that a business Page shouldn’t
tech, sites like Mashable and Tech Crunch are widely followed. Don’t just still respond with a Like or comment back. Users understand the
repurpose large news sites’ material for your own Facebook Page’s content low probability of getting a reply if they post to a Page like Pepsi,
without offering your own individual spin or opinion on it. but if they’re posting to a small business’s Page, they expect to
get a response.
If it’s likely your fans are also fans and followers of other top-player news
sites, don’t bombard your fans’ News Feeds with duplicate stories. Also,
bear in mind, your fans come to your Facebook Page to be introduced to
new and exclusive content. If you’re constantly stealing other people’s
content for your Page, your Page isn’t proving its stand-alone value.

Banish bad images. Images play an important role in
increasing post engagement. However, there are certain
images that can actually discourage users from Liking a post.
For example, low-quality or out-of-context images that don’t
speak clearly for themselves are not likely to be rewarded
with comments and Likes.

If you’re going to use an image as a post, make sure it makes
a statement and is shareable. Even better: add a descriptive
caption to the photo.

15


Chapter 4
QUICK SUMMARY How to Get Your Content Seen in the News Feed
Engagement greatly depends on the quality and type of content your business creates and shares.
The News Feed: How to Make In this chapter we’ll discuss how to choose the most engaging content, and more important, how to
the Cut get that content seen by the most users.

1. Don’t over share Getting your Page’s content to appear in your users’ News Feeds can be challenging. Did you
know that “On average 16 percent of content is seen by fans.” Facebook uses two sophisticated
2. Vary your posts algorithms called Edgerank and Graph Rank to determine which content is shown in a user’s News
Feed. These algorithms are complex (and secret), but there are some relatively simple things you
3. Timing is everything
can do to make sure your posts are seen by as many fans as possible.
4. Use Facebook’s new
Don’t over share. The logical thing to assume is that the more content you produce and share
features
on your Page, the better opportunity there is for your posts to be seen in the News Feed. But this
tactic can backfire on a Page’s Like count. Posting too often is one of the top reasons for a fan to
un-Like a Page. The key is to post quality content that receives high user feedback. Having lots of
posts with low user feedback could actually reduce your Page’s chances of getting into the News
Feed. As a simple rule of thumb: limit your Page’s daily content to two to three posts that you think
will receive high rates of engagement.

Vary your posts. Often it’s not what you’re saying, but the media content you add that earns a
post a comment, share, or Like. Facebook posts that include photos (skip below if you want photo
tips now), videos, and polls receive the best engagement rates, followed by posts that garner a
lot of comments. (Fact: comments carry more Edgerank weight than Likes.) By accompanying text
posts with media that’s interesting, trending, or funny, you’re optimizing your user engagement, as
Increase your Page’s well as claiming a space in your users’ News Feeds.
engagement with
custom apps

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16


Chapter 4
QUICK SUMMARY Timing is everything. There are numerous studies that aim to define the best days and times
to post. These recommendations should be interpreted loosely, since Facebook log-on and
engagement tendencies vary across Facebook user groups. To determine the optimal posting time
Effective Post Images: for your targeted Facebook audience, you’ll need to experiment a little. Break from your regular
posting schedule and see what results come of the change.
1. Show a human
Use Facebook’s new features. Keeping up with Facebook’s near-constant changes can be
2. Use candid photos
challenging, but it’s a good idea to do so. When Facebook introduces a new feature, engagement
3. Have a good message with that new feature is highlighted in News Feeds over other Facebook interactions. So instead of
waiting to gauge whether a new feature will be popular or not, use the feature when it’s launched
4. Post photos that are to get more News Feed attention.
likeable and shareable

5. Know your business
How to Choose an Image for the Best Post Engagement
Landing your Page’s content in the News Feed is a daunting task for Page Admins and marketers
alike. However, the right kind of image can be your secret weapon. Images have proven time and
again to be the most engaging form of media to post in a Status Update, provided the image meets
a few parameters.

Show a human (or at least part of one). Pictures of a product on a white background are
boring. So are logos. A logo can be used for a profile picture, but photos in posts should be
conversation pieces. As clichéd as it might sound, Facebook has the word “face” in it for a reason.
When displaying a product, show a happy customer using that product with a smile on his or her
face. Remember that your Page’s posts are competing with the posts of your fans’ friends. Think of
what attracts your attention when you scroll through your personal News Feed and translate that
into a great photo post for your business.

17


Chapter 4
Use candid photos. Use non- Post photos that are likeable and shareable. Be creative
professional photography — snapshots with your photos — think outside the box. If you run a flower
and candid photos. The less “staged” a business, post photos beyond static images of different flowers.
photo is, the better. If your business is a For example, you could post a photo of someone tasting a rose
t-shirt design company, snap some shots and ask, “Did you know rose petals are edible?” Then ask your
of your customers wearing your clothing fans if they’ve ever tried one. The more likeable and shareable
while they’re hanging out with friends or your photo is, the more your fans will engage with it and share it
cruising the town. The more natural the with their friends.
photo is, the more genuine it will come
Know your business. If your business offers services and not
across. Most important, it will feel less like
a product, you might have a little more difficulty reaching your
a sales pitch.
audience through photography, but it’s not impossible. Think of
Have a good message. The photo might interesting ways to show your data. Can you create a case study
catch the eye, but the caption will trigger or infographic? Take your key information and build a graph or
engagement. Strive for a short message a themed chart. Surprising and interesting data can be just as
— a single sentence, a question that fans intriguing as a really cool photo.
can answer and interact with, or even a guessing game. For example, a
t-shirt company can post a photo of a customer wearing one of its shirts at
a popular spot in town and ask fans to guess where that person is hanging
out. If a fan needs to click “read more” to see the rest of your post, then the
post is too long. Short and sweet is the key.

Facebook has reaffirmed the old adage, “A picture is worth a thousand words.” With the
variety of opportunities to engage fans via photos on Timeline, it’s worth sitting down with
your team and brainstorming some new and fun ways to showcase photos on Facebook.

18


Chapter 4
QUICK SUMMARY Tips for Writing a Facebook Post with the Perfect Call to Action
The phrasing and structure of a Facebook status update correlates strongly to how users will
The Perfect Call to Action: engage with a post. For the best post engagement, use a call to action (CTA).

1. Ask a question CTAs help inform and encourage users what to do next. For example, if the aim is to get users to
watch a video your business posted on YouTube, an effective CTA will not only give information on
2. Provide some information how that can be done, it will inspire users to follow through with the action as well.

3. Always provide a link Ask a question. The question you ask should speak directly to your target users’
needs, wants or interests. The more specific and detailed the question is, the better.
4. Keep it positive
You want the question to grab the attention of Facebook users. So whether it’s asking
5. Don’t bother yourself with a users if they’ve heard of an interesting statistic or if they prefer pancakes over waffles,
word limit the question should be quirky or bold enough to get users to pay attention.

6. Visuals always help Provide some information. Once you’ve asked a question, follow it up with some information.
The most appealing of status updates are ones that offer the users something– it could be
information or entertainment. Keep in mind though, if the objective is to direct users elsewhere
(like your blog or website) don’t fully disclose everything valuable that you have to offer. You want
to be informative, but just enough so that the user is motivated to seek out more information– aka
click on your link.

Always provide a link. While we’re on the topic of links, be sure to provide one. Not all Facebook
posts need a link, but the ones with CTAs often do–that is unless the purpose of your CTA is simply
get users to Like or comment on a post. Use links in status updates when you want to direct
Facebook users to other content.
Design an app that
includes a strong call Keep it positive. This is good rule of thumb for all Facebook posts. When a user reads a Facebook
to action post with a CTA, s/he should feel inspired and excited. These positive feeling bread engagement
and sharing.

19


Chapter 4
Don’t bother yourself with a word limit. It’s good to be to-the-point
in Facebook posts, but limiting yourself to a certain character limit doesn’t
always mean you’re being direct or effective. Just posting “Click here!” or
Examples
“Take our survey!” with a link is not a strong enough call to action– nor is it a Before: Great article with some good tips on Facebook
strong Facebook post. fan-gating! Click here to read: (link)

Visuals always help. With CTAs especially, images can really complement A stronger post would be: Looking for ways to increase
and spearhead the success of a CTA. For instance, you can ask a question your Facebook Page’s Likes? Fan-gating apps works.
that relates to the image or provide a graphic that provides some knowledge Read here for some great fan-gating tips! (link)
to the user.
Before: We just created a Pinterest account, click here to
Now that you know the six rules for writing a Facebook post with a perfect follow us! (link)
call to action, here are two examples of how to rework a status update with
a CTA. Hopefully these will spark some ideas for your next Facebook post. A stronger post would be: Are you a DIYer? If yes, follow
Enjoy! us on Pinterest! We just posted some great tutorials for
some weekend DIY projects! (link)

20


Chapter 5
Chapter 5: Use Facebook Page Apps to Take Your Page to the Next Level

How Apps Work and What They Can do for Your Pages and Notes. But with custom Facebook Page app builders like
ShortStack, you can create additional apps to install to your
Page. The uses and capabilities of these apps can include
contests and promotions (which we will discuss in depth in
the next chapter), polls, maps, order forms, how-to videos,
• What is a Facebook Page App? frequently asked questions, and more.

• The traits of a great custom-built Facebook application Find your apps near the bottom right of your Page’s cover
photo. Some of them are permanent fixtures: photos will always
• How Apps work, and how they can work for you
appear first and you cannot remove the Likes app, though you
can move it to a different position. You can add an unlimited
number of custom apps you create to your Page, but only 12 will
be available to users at any given time. Four
apps show by default, and clicking on the
arrow to the right reveals eight more apps.
When Facebook rolled out the new Timeline profile design for business Pages,
All other apps will remain on your Page, but
the term “tab” was forced into extinction and replaced by the word “application.”
only Page admins and users with a direct
URL will be able to access them.

Once you install custom apps to your Page, be sure to customize
With Timeline, apps (formally known as tabs) have a more sophisticated
the photo or image that appears as its cover and give the app a
design, looking similar to a content page on a traditional website.
name that is a call to action, like “Enter our Contest,” “Vote in our
There are other apps, called Facebook Page apps, that you can use as tools Poll,” or “Make Reservations.”
to help you build Fans and increase engagement on your Page. By default,
your Page has a few apps, like Photos, Likes, Locations, Events, Videos,

21


Chapter 5
QUICK SUMMARY Traits of a Great Custom-built Facebook Application
Well-designed, visually appealing applications are good, but there are five traits that make a
Traits of a Great Facebook App Facebook application great:

1. It has a clear purpose 1. It has a clear purpose. Whether you’re running a contest, showing off your product line, or
offering some coupons, every app needs a clear purpose. If you’re hosting a simple enter-
2. It should be functional to-win contest on an app, all it needs are graphics, the entry form, and contest rules. Adding
too much unnecessary content can be distracting and make your app look cluttered.
3. It should match your other
branding efforts
It’s also a good idea to make your app measurable so that you can see exactly how it’s
4. It offers incentives performing. Creating a Facebook-only promo code or listing a unique telephone number on
an application are two methods of tracking its success.
5. It’s relevant
2. It should be functional. A big block of text isn’t going to hold anyone’s attention. Add
videos, a Twitter stream, or SoundCloud to your app. Interactive features keep your fans
looking at your content and thinking about your business longer.

3. It should match your other branding efforts. Consistency is key. Great applications
Create awesome always support a business’ look and feel, so use your business’ colors, incorporate its logos,
custom-built Facebook use uniform text styles, and integrate the overarching message. When creating a Facebook
apps with ShortStack application for your business’ Page, keep more than the design in mind. As much as
aesthetics play a large role in whether an application is great, the thought, meaning behind
the design, and content can prove to be more important.
Design Apps for Free
4. It offers incentives. What separates a good application from
a great application is its “Like” ratio: the number of app views to the
Like Us to WIN! number of “Likes” the Page receives. The best Facebook applications
capture user interest and often feature or allude to special offerings. Fan-
gating content is a way to do exactly that.

22


Chapter 5
Purpose is clear 5. It’s relevant. Facebook applications can and do expire.
Out-of-date content, seasonal graphics, and limited-time
promotion codes date an app. To avoid turning a great
Multi-functional:
Facebook app into a poor one, be aware of each app’s
Introduction
expiration date, and, when needed, update or delete the
video, map, ability
to contact staff and application.
view their profile,
Not every Facebook application embodies all of these five
links to other
apps, website, traits, but all of the great ones do. When creating a Facebook
twitter and more application for your business’ page, keep in mind more than
design. As much as aesthetics play a large role in whether an
Matches look of application is great, the thought, meaning behind a design and
website content can prove more important.

Incentives to
being a part and
share

Up to date with
videos, staff, etc.

Build a custom Facebook app like this with ShortStack

Try it Free
23


Chapter 6
Chapter 6: Using Apps to Increase Fans and Engagement

Before you even start setting up your contest, take a look at the
Hosting Contests and Promotions are Easy Ways
following things you can do to make your contest successful:
to be More Likeable
Define your contest goals. In chapter 1, we discussed how to
define the goals of your Facebook Page, and similar questions
What you’ll learn in chapter 6: need to be asked when you decide to host a Facebook contest.
The first question you should ask yourself is, “What do I hope to
• How to run a successful Facebook contest/promotion achieve with this contest?” Most contests attempt to increase
Page Likes and build awareness, but others are focused more
• The three types of advertising on Facebook
on engaging users through gathering feedback and developing
• What fan-gated incentives are best for earning more Likes brand advocates. Whatever the goal, your efforts should be
reflective of what you want to accomplish. Be careful not to run
• Ways to decrease fraudulent contest voting
a contest “just because.” Make sure you’re getting something
valuable for your efforts.

Hosting contests and promotions on Facebook are great ways to increase Likes and
engagement. We’ve seen the numbers to prove it. Take Advanced Micro Devices
(AMD). In February of 2012, they hosted a 45-day-long contest on their Facebook Page.
The effort garnered a total of more than 98,000 entries, 207,000 views on their contest
applications, 86,000 shares of the promotion and more than 20,000 new fans that Liked
their Facebook Page.

24


Chapter 6
QUICK SUMMARY Choose a contest that fits your audience. Generally, there are only four types of contests that
people run on Facebook: sweepstakes, essay, photo and video. Each type of contest speaks to an
entirely different audience, so make sure you identify who you want your entrants to be. While
Tips for a Successful Contest: video, photo, and essay contests are a great way to collect content for your Page, they’re designed
for highly engaged users, so expect to see a low entry rate if your typical Timeline post has many
1. Define your contest goals
“Likes” but few comments.
2. Choose a contest that fits
Set your budget. Spending a lot of money isn’t something you need to (or should) do, so have a
your audience
budget in mind. Setting a budget dictates both the quality of prize you’re able to give away, and the
3. Set your budget type of contest you should run. It’s okay to make users “work” to enter the contest, but the quality
of the prize has to be worth the effort. Don’t ask participants to submit a video if the prize is a
4. Make it social sticker.

5. Keep it simple Make it social. Social media is word-of-mouth marketing on steroids. If your contest isn’t
inherently social, you’re missing the whole point of hosting it on a social media platform. The
6. Pre-Launch
contest itself should engage users using the tools at hand. Let entrants share their entries or their
7. Day of the launch voting choices, and make sure these votes get shared to their

SHARE
Timelines too! Give users the chance to spread your promotion
8. Announce the time by inviting them to share the contest on their Timelines after
they enter.
9. Announce the winner
Keep it simple. Better your odds of running a successful contest/promotion by keeping things
10. Post contest simple. Do you really need to know job titles, marital status, or how many children your users
have? Every field a user has to submit directly affects the number of entries you receive, and fewer
entries mean less exposure. Your contest application should be easy to find, easy to enter, and easy
to share. Nobody wants spend time searching for your contest (and they won’t). Link directly to
your contest app by regularly posting about it on the Page’s Timeline.

25


Chapter 6
Pre-Launch. Make a big deal out of the fact that you’re giving something Announce the winner. This is obvious, right? Surprisingly,
away! Before launching a promotion, let your Facebook followers be the first Facebook Pages often don’t announce the winner. Don’t run
to know what’s happening – they followed your Page for a reason. Give them anticlimactic contests – create a win-win for your business and
a sneak peak of the contest’s details, drop some hints about the prize, or the entrants by making a big deal out of the winner. It sets the
just tell them the day you’ll be launching the giveaway. You should also talk tone for future contests and indirectly sends a message to other
about your contest in your newsletter, on Twitter, and every other way you fans, reminding them of the incentives for participating. What’s
speak to your customers. more, it’ll encourage future participation and help strengthen
your relationships with your Page’s active fans.
Day of the launch. Don’t just post about your contest on your Facebook
Page – Tweet about it, send out an e-newsletter, and use every tool in Post contest. So your promotion just ended – you’re done,
your arsenal to get your contest in front of your audience. Use your right? Well, sort of, but you’ll be missing out if you leave it at
announcement as an opportunity to increase connections – a user who that. You ran the promotion for a reason, and gathered useful
only receives a newsletter might suddenly become someone who likes your information along the way. It’s time to put that data to use!
Facebook Page. Throw that information into a spreadsheet and use it as a
learning opportunity. What did you learn about your visitors,
During the contest. What if it’s been a few days since you’ve launched?
your business, or where you should be heading next? Analyzing
Remind your Facebook fans that it’s still taking place. They may not have
your data can be an excellent opportunity to fine-tune your
seen the initial hype, so remind everyone that they still have time to enter.
business.
But be careful not to overdo it. Message fatigue can become a real problem
if all you talk about is the contest – use the contest to promote your Did you remember to ask users for their opinions and
business, not the other way around. suggestions about your business, product, or service? This kind
of data can be invaluable, but most users won’t give you this
Announce the time. Is there only a week left to enter the contest, or is
information without something in return, so your promotion is
voting ending this Friday? Let your fans know! Reminding them that they
a great place to ask for it. Were any of your visitors’ suggestions
have limited time to get involved will help spur those users who haven’t yet
interesting or valuable? If so, show your users you’ve been
participated but want to.
listening and take action with their recommendations.

26


Chapter 6
QUICK SUMMARY Advertising on Facebook
There are basically three avenues of advertising on Facebook: Facebook Ads, Promoted posts, and
Three Ways to Advertise Sponsored stories. Here’s a brief description of each:
on Facebook:

1. Facebook ads
If your budget allows, Facebook Ads are a great and affordable way to dramatically increase
2. Sponsored Stories
your reach. You can create ads for your Page, or for your promotion.
3. Promoted Posts

1. Facebook ads. Facebook ads appear in the right-hand column of apps, photos, groups,
profiles, and user home Pages on Facebook. A well-designed ad is the single most important
element of a successful Facebook campaign. Keep the design simple and be as concise as
possible. Be effective with your ad-spend by targeting users who share the interests and
demographics of those who already Like your Page. Use Facebook Ads as an opportunity to
engage and grow your fan base, as well as promote your contest.

2. Sponsored Stories. Sponsored Stories are a form of Facebook advertising that let
companies highlight posts from a user’s activity on Facebook. Sponsored Stories cost the
same as traditional Facebook ads and are purchased just like traditional Facebook ads.

3. Promoted Posts. Promoted Posts are Facebook’s newest advertising option. Promoted
Posts expose selected posts to a larger audience on Facebook, attracting both fans of your
Boost the success of Page as well as your fans’ friends. For example, when you pay for a Promoted Post, the
your Facebook contest post will show up in the News Feeds of all the people who Like your Page. Then, when your
by running ads. existing Page fans interact with the promoted post either through Liking, commenting, or
sharing the post, the post will also show up in the News Feed of your fans’ friends as well.
Design a contest
for Free
27


Chapter 6
QUICK SUMMARY Don’t Let Cheaters Take Over Your Promotion
Cheating is bad. Most of us learned this in preschool. Yet anyone who has run or participated in a
How to Prevent Contest Cheaters: promotion on Facebook has probably wondered whether or not it’s on the up and up. Unfortunately
contest fraud is a significant problem for businesses that are running promotions on Facebook. The
1. Write a clear set of rules for good news is that there are some things you can do to protect your promotion and your brand. For
your promotion starters, familiarize yourself with Facebook’s Promotion Guidelines.

2. Notify participants that Next, follow these six simple steps to help prevent promotion and voting fraud:
Fake Facebook profile
1. Write a clear set of rules for your promotion and require users to agree to the
violates Facebook policy
rules before they are allowed to participate. State explicitly that cheating will not be
3. In your Promotion Rules, tolerated.
state that voting counts for
2. Let participants know up front that creating a fake Facebook profile violates
a percentage of the contest
Facebook policy. This practice is considered cheating, and will automatically disqualify the
4. State that you reserve the participant’s entry or vote and/or make him or her ineligible to win the contest.
right to adjust votes if fraud 3. your Promotion Rules, state that voting counts for a percentage of the contest.
In
is suspected Make it clear that the final winner will be determined by a panel of judges. You can decide how
many finalists there will be. This gives you more control as the business or administrator.
5. Log everything!
4. In the Rules section of your promotion state that if you suspect fraud, you reserve
6. Require email addresses for
the right to adjust final vote totals. This allows your business to choose the most deserving
giveaways
winner.

5. Log everything! It sounds tedious, but if you save records of emails and other correspondence
you’ll save yourself a headache if users ever protest the results of your promotion.

6. If you are giving away something, always require that participants give you their
email addresses. According to their promotional guidelines, Facebook only allows you to
contact your promotion winners off of Facebook. You cannot contact winners through
Facebook messaging, chat, etc.
28


Chapter 6
QUICK SUMMARY The Most Effective Fan-Gate Incentives
To drive up Facebook Likes, many businesses build custom applications (explained in chapter 5) and
Effective Fan-Gating use fan-gating as way to limit the visibility of an application’s content until a user becomes a fan.

1. Promotion/Discount codes

2. Whisper codes Fan-gating is a great tool for increasing Page Likes, but its effectiveness is only as
good as the incentive promised.
3. Industry tips & success
advice

4. Infographics Here are great fan-gated incentives that work for both product-based and service-based
businesses.
5. Exclusive media
Promotion/Discount codes. Everyone likes a deal, right? For product-based companies in
particular, this is one of the most exciting incentives they can offer to their Facebook fans. The best
way to promote an application with a discount code is to be as clear as possible with what the code
offers. Meaning a “$10 off your next online purchase” code is a lot more defined and appealing to
Facebook users than a “10 percent off your next online purchase.”

Whisper codes. Whisper codes are a little different than regular promotion codes in that they are
exclusive to brick and mortar businesses. The way they work is simple: a user Likes a Facebook Page
through a business’s application. Once they’ve Liked the Page, an exclusive code is revealed-- this is
no different than a regular fan-gated promo code. Then the user mentions the whisper code at the
business’ in-store location to receive a discount or prize.
Encourage more
Likes by fan-gating Industry tips & success advice. There is no better way to flex your expert muscle than to share
your app. your industry knowledge with fans. For example, using a fan-gate to dispense weekly industry
advice and tips is a surefire way to catch the attention of users who already have an interest in your
industry.
Design a fan-gated
app now!
29


Chapter 6
Infographics. Everyone loves a good infographic. And for good reason.
They’re informative and most important, very visual. To use an infographic
as a fan-gate incentive, the best approach is to write a brief description of
the infographic’s subject, data, and hint at the findings. Another approach is
to simply add a blur effect over the infographic. Once a user becomes a fan,
the infographic becomes visible.

Exclusive media. Creating exclusive media content for your Facebook
Page, whether in the form of videos or podcasts, is a great fan-gate
incentive. First, develop topics for your media content and share teaser clips
with users — both fans and non-fans. Second, create a fan-gate for your
application making the fully produced media content exclusive to fans of
your Facebook Page.

Do you have exclusive content you want to share with your
Facebook fans?
Example of an infographic that could be
displayed in a Facebook app
Click here to design a custom app that hosts your exclusive content
30


Chapter 7
Chapter 7: Never Stop Learning

Recommended Resources
Recommended Resources
• AllFacebook calls itself the “unofficial Facebook blog.”
The site is updated throughout the day by a wide range
• The best online resources for information about social media of contributors, many offer tips about how they use
Facebook for their businesses. AllFacebook is often the
first to break news about new Facebook features.
Chances are that once you start to use social media, you’ll want to learn • AllTop on social media is an online magazine that
more about how you can make it work more effectively for your business. collects stories on various topics from a wide variety of
Social media changes every day, as do the people and business that sources.
influence it the most. Here are a few reliable resources we use to help us
stay in the know: • Inside Facebook is a blog devoted to the business
of Facebook, including global growth, product
development, and market analysis. Inside Facebook
provides daily news and analysis for developers,
marketers, and investors.

There are so many resources available to help newcomers get a grasp of social media it can be
overwhelming. This eBook is just the proverbial tip of the iceberg!

31

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